Rabbitohs star Sam Burgess has slapped a media ban on himself so far this season. Picture: Getty Images Source: Mark Nolan / Getty Images
NRL CHIEF executive Dave Smith will lead a complete review of the code's media protocol to ensure all 16 clubs and rugby league's biggest names do more to promote the game.
Reacting to a torrent of debate directed at the NRL in the wake of disappointing round one crowd figures, Smith said he would call on key stakeholders across the code including clubs, players, sponsors, club members and the media to participate in the review.
The review, to be conducted throughout the season, is similar to what the NRL has already conducted following major changes to the salary cap and rule changes.
"The media access guidelines are ready to be reviewed,'' Smith said yesterday.
"But they need to be reviewed as part of all the activities that support the NRL and clubs' shared objective of growing the game and reaching new fans and members.''
"The NRL will lead clubs, players, sponsors and media through a process that allows everybody to put their views on the table, test their interests and, ultimately, we will make a decision on a set of promotional guidelines.''
Both South Sydney and the Sydney Roosters have felt the brunt of the criticism after only 27,000 people turned up to ANZ Stadium last Thursday, a match that was billed as a blockbuster clash between Sonny Bill Williams and Sam Burgess, both of whom failed to promote the game through the media, in the days prior to the match.
As a result, what was supposed to be a bumper kick-off for the opening match of the season turned into a public relations disaster after an alarming drop-off in attendances and a dip in TV ratings.
Fans haven't heard from Roosters champion Sonny Bill Williams this year. Picture: Getty Images Source: Getty Images
Smith said he was aware what the fans wanted - to hear from their favourite stars - and that now it was about ensuring the player's follow what is expected to be a new strict set of guidelines.
"Fans are important to us and want to see our stars talking about upcoming games,'' Smith said.
"We know how much our fans, especially children, look up to the marquee players and we want the players to continue to help us draw more people to our game.''
Two clubs aware of their responsibility to promote the game, the Wests Tigers and Parramatta, supported Smith's promise to ensure rugby league is the most popular football code in the country.
"It's sport, its entertainment, lets promote it,'' Wests Tigers chief executive Grant Mayer said.
"We are very clear in regards to what our obligations are under the NRL's guidelines and it is a very rare day indeed that we won't fulfil those obligations.
"We understand the importance of the media and the promotion of our games and the game as a whole.''
Eels CEO Scott Seward added: "This pre-season our players have done an especially good job promoting the club and our Membership growth is a clear product of that."
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